OPINION: Gamescom proves Euro market potential

The resounding success of Gamescom was a testament to Europe’s vibrant games market, proving consumers are out there if you engage them properly.

So execs returned to the UK scratching their heads as to why our local market fails to match the excitement on show in Germany last week. Over 5,000 journalists, 21,400 staff from publishers and developers, and a total of 250,000 consumers crammed into Koelnmesse.

The hyped audience was a big contrast to MCV’s report last week, where we showed UK market value at a ten-year low. This week it slipped further, down to just over £9m.

Huge crowds and excitement cemented Gamescom as ‘Europe’s E3’. Price cut announcements and game unveilings characterised the business days, but for many Gamescom’s real strength was how it let them interface with fans.

Clearly, it’s not content that is king, as the cliché claims – it’s our customers. Gamers poured in to see the latest games from studios such as BioWare, EA DICE and Bethesda. Even increasingly powerful but usually E3-shy developers such as Valve and Blizzard were there to talk direct to fans.

“Having a presence in Europe is really important, and this show is so significant,” said Michael Ryder, VP and exec MD for Blizzard International.

“We really appreciate the support of our fans in Europe, that’s why we are here. It has really been great for us. I am really happy to be here. It’s bigger than E3.”

Dates for Gamescom 2012 are set, taking place from Weds, August 15th to Sunday, August 19th.

MCV is the leading trade news and community site for all professionals working within the UK and international video games market. It reaches everyone from store manager to CEO, covering the entire industry. MCV is published by NewBay Media, which specialises in entertainment, leisure and technology markets.